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cchristensen@hbs.edu
10/27/2008
Disruptive Technologies:
A driver of leadership failure and the source of new growth opportunities
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stomers ormance that cu Perf sorb can utilize or ab
Disruptive technologies
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1975 10/27/2008
1980
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Expensive failure always results when disruption is framed in technological rather than business model terms.
Tabletop Radios, Floor-standing TVs
Performance
Portable TVs
Pocket radios
Time
Hearing Aids
or rs g e um min ns co nsu on n-co ns 2007 Innosight LLC N o io N ca s 5 oc
Time
Disruption in business models has been the dominant historical mechanism for making things more affordable and accessible, and for generating corporate and economic growth Yesterday Ford Dept. Stores Digital Eqpt. Delta JP Morgan Xerox IBM Cullinet AT&T Sony DiskMan Japan
10/27/2008
Today Toyota Wal-Mart Dell Southwest, RyanAir Fidelity Canon Microsoft Oracle Cingular Apple iPod Korea, Taiwan, HK
Copyright Clayton M. Christensen
Tomorrow: Chery Internet retail RIM Blackberry SkyWest, Air taxis ETFs Zink Linux Salesforce.com Skype Cell Phones China, India
6
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Value Network
1. Si Te mp ch lif no yin lo g gy
Retailers Suppliers
Time
Copyright Clayton M. Christensen 8
Time
model
Disruption is facilitated when historically valuable (and expensive) expertise becomes commoditized
Performance
Rules-Based
10/27/2008
Molecular diagnostics, imaging technologies, and high-bandwidth telecommunications are important technological enablers for disruptive business models in health care
Complexity of Diagnosis and therapy
Im pr
Experimentation & problem-solving
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ia g no se Pattern Recognition e
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pr ec ise ly
Rules-Based
10/27/2008
10
SOLUTION SHOPS
FACILITATED NETWORKS
The customer rarely buys what the company thinks it is selling him - Peter Drucker
10/27/2008 Copyright Clayton M. Christensen 12
PROCESSES: PROFIT FORMULA: Assets & fixed cost structure, and the margins & velocity required to cover them
10/27/2008
Ways of working together to address recurrent tasks in a consistent way: training, development, manufacturing, budgeting, planning, etc.
13
Discount retailers
Time
Powerful monopolies, network effects and stifling regulations are most easily broken through disruption
Performance
Discount retailers
Time